THE INFLUENCE OF EMPLOYER BRANDING TO INCREASE GENERATION Z INTENTION TO APPLY FOR A JOB IN STARTUP

• Main Author: Nurrohim Hassan, Fajar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75396
• Institution: Institut Teknologi Bandung

Startups that are starting to emerge in Indonesia that are relatively new to develop today have their own challenges in attracting new talented employees. Moreover, the emergence of Generation Z, which is the largest stratum in demographic bonus in Indonesia, has now begun to enter the world of work and has different characteristics in the desire to work. With the increasing popularity of startups and the emergence of Generation Z in the workforce, it has become imperative for startups to effectively communicate their company's brand to attract and retain top talent. Employee recruitment presents challenges for start-ups, particularly in the human resources department. An effective way to attract potential job applicants is to apply an employer branding approach. This study aims to analyze effective strategies in implementing employer branding for Generation Z to be interested in applying for jobs in startup companies. The research methodology involves a comprehensive literature review and quantitative questionnaire survey conducted among Generation Z who are actively seeking employment opportunities. The survey questionnaire measures respondents' perceptions of company branding elements and their intention to apply for jobs at startups. Data is obtained by utilizing questionnaires distributed to Generation Z who have an interest in applying for jobs at start-ups. Sampling for questionnaires using the slovin calculation method and from the results of sampling calculations using the slovin method, which amounted to 100 samples. Data on respondents collected and meeting the criteria amounted to 160, then the collected data was analyzed using statistical techniques with multiple regression analysis, to determine the relationship between employer branding and Generation Z job application intent. The results show that attractive and authentic employer brands can increase the motivation of Generation Z to pursue job opportunities in startups. Among all the variables of employer branding; Development value and economic value have a significant influence on the interest of Generation Z to apply for jobs in startup companies. This research can provide advice to startups to try to apply the following two employer branding factors to attract talented Generation Z in applying for jobs at startups. The findings of this study can help startups modify their recruitment strategies for Generation Z. In conclusion, the study highlights the importance of employer branding in influencing Generation Z's intention to apply for jobs at startups. By understanding and effectively leveraging elements of employer branding, startups can successfully attract and retain the best talent from Generation Z, thereby gaining a competitive advantage in an ever-evolving job market.